what3words — chicken fruit

Made alongside our friends at Hewitt & Walker for the what3words app.

What3words is a service that assigns every 3-metre square in the world with a unique three-word combination. For example, if you stand in the spot in Regent’s Park that what3words marks with the words funds.mops.patio, you can peer over the fence into London Zoo and watch the penguins without paying the £30 ticket price.

For the what3words animations, we wanted to take the concept of the three words and illustrate them. So, for example, the three words beast.fruit.spider is a 3-metre square just off W 34th Street in New York – we illustrated that with a giant spider made from fruit, helping someone into a yellow taxi.

The project involved a lot of clicking around the what3words app to find concepts that we could make something engaging and meaningful out of (paperwork.pens.staple, in the mountains of Quebec, would not have been as fun to illustrate as a big chimp having a picnic, for example).